Video content creation is an important part of any marketing strategy, and with good reason.
According to Wyzowl’s ninth annual State of Video Marketing Survey, 91% of businesses use video marketing — the highest since the survey began.
So, as a company, if you’re not already doing so, how do you capitalize on the rise of video marketing and make videos that have an impact?
Let’s look at the benefits of short-form video content creation and some ideas for how you can integrate it into your marketing strategy.
Why Focus on Video Content Creation?
The rise of video content marketing over the past decade is easy to understand, given the countless benefits, but at the top of the list is that it’s highly impactful to your business.
In the same survey from Wyzowl, the marketers polled spoke to the return on investment from video content creation. The reasons they shared included:
- Increased user understanding of services and products (96%)
- Increased brand awareness (95%)
- Increased traffic (91%)
- Increased lead generation (90%)
- Increased sales (87%)
Another thing that makes video content creation such a strong part of your strategy is the versatility. Video can be used across multiple platforms and support your other marketing efforts.
Doing a campaign highlighting customer results? Share a case study and accompany it with a short video of your customer giving a testimonial!
In a world where attention spans are short, having content that’s both easy to digest and informative is a way to stand out from your competition. Particularly in industries where things are more complex to communicate, video content creation offers a way to make what you want to share more user (or viewer) friendly.
Video content creation is also ideal for sharing your brand personality and establishing credibility. As a brand, it can be challenging to translate your vision and values in a way that isn’t dry or overly corporate. Customers need to know who your business is and what you’re all about, and video content creation offers you a medium to connect with them beyond words on a page.
When it comes to your marketing and ensuring you’re easily found on Google, Search Engine Optimization (SEO) matters. It’s long been rumored that Google prioritizes video content in their rankings, and while they have never confirmed this, many marketers will tell you their results reflect this.
Plus, the purpose of much of your marketing is to turn potential customers into actual customers, so knowing that video content can help increase conversions is yet another reason to consider how you can capitalize on this.
Often, we hear people talking about going viral, and part of why this happens is video content being picked up and shared by others. Video content is highly shareable, so including more videos in your marketing creates opportunities for others to see it via shares on social platforms.
Last but not least, accessibility is an essential issue that companies should consider. Not everyone processes information the same way, so you should strive to offer multiple ways for your customers to interact with your brand.
While a written social media post or a blog on your website may resonate with some people, there’s a whole group of people who will skip right over those. Video content creation enables you to meet more people where they are in a way that works for them.
Creating Short-Form Video Content
When we talk about short-form video content, it usually means video that is 60 seconds or less. Optimally, if you’re focusing on short-form video content creation, you want to target 30 to 60 seconds. This type of content is popular on YouTube Shorts.
If you’re wondering how much people actually watch short-form video content, the numbers tell the whole story:
- In February of 2023, YouTube Shorts surpassed the 50 billion mark for daily views. It is currently the second most popular social platform worldwide.
Part of what will make your short-form video content creation successful is knowing your social media demographics. While publishing videos on your website can be part of your strategy, getting that content onto social platforms will help broaden your reach.
So, why focus on short-form content creation?
Creating short-form content is less costly. Because of the nature of these videos, you don’t necessarily need to invest as much into production. Things like script writing and editing all cost money, so the shorter the video, the less your spend will likely be. By keeping your budget in check, you can get a greater ROI.
It works well on all social platforms. Whether your target audience is on YouTube or LinkedIn, short videos work everywhere.
It’s faster to create. Part of fostering a strong marketing presence is being consistent and publishing with regular frequency. When you’re focusing on long-form content, it takes time and is harder to turn around quickly. When you’ve only got 60 seconds or less to create, you can do it faster and more regularly.
It’s easier to be memorable. In a world where people have a million things competing for their attention, being memorable can be challenging. Short-form video content allows you to capture not only people’s attention. but also, to leave an impression they’ll remember in the future. Whether you’re being informative or funny, you have an opportunity to stand out from your competitors.
Creating a Video Content Series
Creating a video series gives you a platform to educate and inform while encouraging people to return for more.
One of the most common ways we see this used in marketing is with how-to or explainer videos, where it’s not reasonable to try and share a high volume of information in less than a minute.
By creating a series, you allow the audience to digest information in a bite-sized way. You also can build from one video to the next, increasing complexity as the viewer becomes more informed.
Having said that, choosing to focus your video content creation on a series doesn’t only have to be all about more serious topics.
A video series showing your customers talking about their experiences with your company is a great way to showcase what you do and how your products and services work in the real world.
Creating a video series can have several benefits because:
Social media platforms favour accounts that create content regularly. As we mentioned above, these platforms want consistency. By creating a video series, you’ve got a whole queue of videos to be shared at regular intervals.
It’s easier for users to find a series versus a single video. The more videos on a topic, the more likely you’ll be found when someone hunts for a particular topic.
It leaves the viewer wanting more. If someone watches the first video in a series and finds it interesting, they’ll probably be looking for more. What better way to get them back to your website or social account than to tease them with the next video in a series?
You have more opportunities for repurposing. The more videos you have, the more ways you can leverage them across your marketing programs.
Examples of Video Content (And How to Use Them!)
Here are some examples of video content creation done well to help you figure out various ways you can incorporate video content creation into your marketing strategy over the coming year.
Products or Service Teasers/Demos
People want to know how your business can help them and what benefits they will reap, so teasers and demos are a great way to showcase this. Excite people with a standalone video highlighting a new product or create a series showing how they can best leverage your services.
Example: https://www.youtube.com/watch?v=peMDy-Yl9uE
Social Media Ads or Reels/Stories
Go on any social media platform, and you’ll find many short-form videos or reels being used to sell, inform, and educate. In 2021, there were over four billion users on social media, so if you want your brand to be seen, this is a great place to start your journey with video content creation.
Social media is an excellent medium because pretty much anything goes in terms of the type of video you can post — explainers, products and services, customer stories, and so much more.
Example: https://www.youtube.com/watch?v=u3ybWiEUaUU
Educational or Explainer Videos
Gone are the days when people relied solely on a manual or instruction book to learn how to do things. With so much information at our fingertips, you want your customers to rely on your business as a source of education and information.
Example: https://www.youtube.com/watch?v=z1Y91dlB0Xs&t=1s
User-Generated Content
Who better to talk about your company and what it does than the people using your products and services? User-generated content can be anything from a quick testimonial video to showcasing innovative ways they’ve used your products and services.
Example: https://www.youtube.com/shorts/MOWQmuDP2Hg
Behind the Scenes
If there’s one thing most people love, it’s getting a peek behind the curtain. Whether you’re doing a meet the team, how it’s made, or a day in the life, giving customers a chance to see what really happens each day in your business can help them connect more with your brand.
Example: https://www.youtube.com/watch?v=VGLfvHRGGHY
Frequently Asked Questions
Every business has frequently asked questions, so instead of writing a typical Q&A and putting it on your website, why not create a video series that answers each of these common questions?
Example: https://www.youtube.com/watch?v=VdOKLkDBaLw
Testimonials
Testimonials are one of the most powerful marketing tools at your disposal, but often get missed when creating a marketing strategy. Hearing from actual customers with real experiences gives customers an opportunity to connect with how they can benefit from your products and services.
Example: https://www.youtube.com/watch?v=ppawFI1u6Po
Case Studies
While people sometimes get confused about the difference between these and testimonials, the difference comes down to the story. A case study isn’t focused on a quick quote but instead tells the whole story of how they worked with you — the problem, the solution, and most importantly, a successful outcome — making them ideal for a video series.
Example: https://www.youtube.com/watch?v=GlxsaG5GrwU&t=1s
Company Milestones or Industry News
People love being in the know about what’s happening with the companies they do business with. Anniversaries, significant milestones, or big wins all make for great videos. And regardless of what field your company operates in, there will always be news to talk about. A significant acquisition, a new trend or a breaking story are all great jumping-off points for video content creation.
Example: https://www.youtube.com/watch?v=o90euQGeDyg&t=14s
Customer Stories
Customer stories can take many shapes, and while testimonials and case studies are a great way to showcase what your company does, they can sometimes lean a bit more formal. Having a customer share a quick story about working with your company is another way to make a quick impression and help people see why your company may be a good fit for them.
Example: https://www.youtube.com/watch?v=B2rUNIdUwgI
Make Video Content Creation Part of Your Marketing Strategy
As you can see from everything we’ve touched on, there are countless ways you can leverage video content creation. And by knowing who you’re targeting — and where to target them — you can make your marketing more impactful.
Whether you’re building your brand reputation, looking to create stronger connections with your customers, or trying to increase conversions, video content marketing offers a variety of ways to do it all.
Need some support with incorporating video content creation into your marketing strategy? Marketing2Connect would love to help.
Please contact us to get started.